Are your usage instructions sabotaging your brand?

Are your usage instructions sabotaging your brand?

Recently, I opened a jarred product packed in olive oil that I initially really enjoyed. The flavor was excellent and the quality was exactly what I expected. However, like many smaller households, we didn’t finish the entire jar in one sitting. After following the label instructions to refrigerate after opening, the olive oil firmed up in the jar, making it difficult to remove the product within it and keep it properly submerged.

I continued using the item, but the experience made me pause and think about whether I would purchase it again. It’s a small moment, but it highlights a bigger issue I see often when working with brands: products are tested for launch, but not always tested for real-life use.

Consumers don’t always use products the way the development team imagines. They refrigerate, freeze, reheat, store, partially use, and revisit later. If the usage instructions change the product’s texture, performance, or ease of use, that experience becomes part of the brand.

When developing or reviewing a product, it’s worth asking: Have you followed your own usage instructions exactly as written? Have you tested what happens after the product is opened but not finished? Have you asked people outside the development team to use it in their own kitchens? Does the product still perform the way the consumer expects after storage, reheating, or refrigeration?

In today’s market, repurchase often depends on the second or third use, not the first. Ease of use, storage behavior, and clarity of instructions can make the difference between a one-time trial and a repeat customer.

Curious if others in product development, merchandising, or brand management have seen similar issues with real life product usage after launch.

— Lisa Zografos Founder & Principal, Saffron & Scale Consulting Category Strategy | Product Innovation | Commercial Growth